Save BIG this Armed Forces Week: exclusive discounts
Four brands have partnered with the MOD to offer special discounts for the Defence community throughout Armed Forces Week 2026.
Household names Cotswold Outdoor, Decathlon, HelloFresh and Mountain Warehouse have become the first ever Official Partners during Armed Forces Week (22–28 June) – through a new collaboration between the MOD, Department for Business and Trade, and Defence Discount Service.
Minister for Veterans and People, Calvin Bailey MP said:
“The military community sacrifices a lot to defend and protect the nation, whether serving overseas or holding the fort at home. These Armed Forces Week discounts are a tangible way of saying thank you to the Armed Forces community.
“The whole nation has a role to play in supporting the Armed Forces – so it’s great to see big brands stepping up.”
Introducing the fab four…
Whether you're looking to improve your fitness, spend more time outdoors, or make healthy eating simpler, the four Official Partners will offer the following boosted discounts during Armed Forces Week, beginning on 22 June:
· Cotswold Outdoor – 20% off full-price items, online and in stores
· Decathlon – 20% off a select range of full-priced sports and fitness equipment online
· HelloFresh – 60% off your first delivery, 25% off the next seven boxes, plus free treats for life for new and previous customers
· Mountain Warehouse – 25% off online
Full details of each offer, including how to claim and any terms and conditions, are available via Defence Discount Service (DDS).
Messages from our Official Partners
Lucy Sutton, Director of Marketing at Cotswold Outdoor:
“We're incredibly proud to support Armed Forces Week as an Official Partner. Most importantly, this week is about celebrating and saying thank you to those who serve, have served, and the families who support them. We hope our involvement helps to support the outdoor adventures of the military community."
Chrysanthe Rukebesha, Head of B2B at Decathlon UK, said:
"We are delighted to be an official sponsor of Armed Forces Week. Supporting our service members is incredibly important to us, which is why we’ve partnered with Blue Light Card and the Defence Discount Service for the last three years.
“We are truly honoured to be part of this year's celebrations and to show our ongoing gratitude to the Armed Forces community."
Sam Day, Senior Marketing Director, HelloFresh:
"It is a privilege to be an Official Partner during Armed Forces Week. Supporting the Armed Forces community is something we feel strongly about, and we hope this discount goes some way to recognising the contribution of serving personnel, veterans and their families.
"We look forward to welcoming more members of the Armed Forces community to HelloFresh."
Mark Neale, Founder & CEO, Mountain Warehouse:
"This Armed Forces Week, we're proud to thank those who serve, or have served, in the Armed Forces. As a token of our appreciation, we're offering a special Mountain Warehouse discount in June.
“Whether you're tackling life's biggest challenges or your everyday mountains, we hope this helps you enjoy the great outdoors. Thank you for your service."
How to claim your discounts
For in-store offers, simply show one of the following as proof of eligibility:
· Defence Discount Service privilege card (physical or digital)
· MOD90 Forces Personnel ID Card
· HM Armed Forces Veteran Card (physical or digital)
For online deals from the Official Partners and many other brands, you can access exclusive promo codes through the DDS website or app.
Not yet registered with DDS? Sign up today
Over 14,000 brands offer savings all year round, via Defence Discount Service – the official MOD discount service for the UK’s armed forces, veterans and Defence community.
Signing up to access online discounts is free. A DDS privilege card can also be purchased for £4.99 – giving you access to discounts on the high street, in stores, restaurants and venues. Membership is valid for five years. You’ll get a digital card straight away, and a physical card will be posted to you.
Register today via the Defence Discount Service website or DDS app.
Please note: It may take up to 72 hours for membership registrations to be verified and confirmed.
Worth more than just discounts…
15% of all DDS revenue goes to charities that support the Armed Forces community – through the Ministry of Defence – including serving personnel, veterans, and their families. Every time you use your DDS card, you're contributing to that too.
John Palmer, former telecommunications operator at the Royal Corps of Signals and now operations troubleshooting specialist at DDS, said:
“As a veteran myself, I know first-hand how much it means to feel recognised and supported, both during service and beyond it. Armed Forces Week is a vital moment to thank serving and retired personnel.”
Eligibility
DDS membership is open to:
· Serving Armed Forces personnel, including reservists
· HM Armed Forces veterans
· Partners of serving Armed Forces personnel
· Bereaved family members, war/service widows and widowers
· Members of the Cadet Forces, aged 16 and over
· NATO personnel based in the UK
· MOD civil servants
Whether you're looking to improve your fitness, spend more time outdoors, or make healthy eating simpler, the four Official Partners will offer the following boosted discounts during Armed Forces Week, beginning on 22 June:
· Cotswold Outdoor – 20% off full-price items, online and in stores
· Decathlon – 20% off a select range of full-priced sports and fitness equipment online
· HelloFresh – 60% off your first delivery, 25% off the next seven boxes, plus free treats for life for new and previous customers
· Mountain Warehouse – 25% off online
Full details of each offer, including how to claim and any terms and conditions, are available via Defence Discount Service (DDS).
Messages from our Official Partners
Lucy Sutton, Director of Marketing at Cotswold Outdoor:
“We're incredibly proud to support Armed Forces Week as an Official Partner. Most importantly, this week is about celebrating and saying thank you to those who serve, have served, and the families who support them. We hope our involvement helps to support the outdoor adventures of the military community."
Chrysanthe Rukebesha, Head of B2B at Decathlon UK, said:
"We are delighted to be an official sponsor of Armed Forces Week. Supporting our service members is incredibly important to us, which is why we’ve partnered with Blue Light Card and the Defence Discount Service for the last three years.
“We are truly honoured to be part of this year's celebrations and to show our ongoing gratitude to the Armed Forces community."
Sam Day, Senior Marketing Director, HelloFresh:
"It is a privilege to be an Official Partner during Armed Forces Week. Supporting the Armed Forces community is something we feel strongly about, and we hope this discount goes some way to recognising the contribution of serving personnel, veterans and their families.
"We look forward to welcoming more members of the Armed Forces community to HelloFresh."
Mark Neale, Founder & CEO, Mountain Warehouse:
"This Armed Forces Week, we're proud to thank those who serve, or have served, in the Armed Forces. As a token of our appreciation, we're offering a special Mountain Warehouse discount in June.
“Whether you're tackling life's biggest challenges or your everyday mountains, we hope this helps you enjoy the great outdoors. Thank you for your service."
How to claim your discounts
For in-store offers, simply show one of the following as proof of eligibility:
· Defence Discount Service privilege card (physical or digital)
· MOD90 Forces Personnel ID Card
· HM Armed Forces Veteran Card (physical or digital)
For online deals from the Official Partners and many other brands, you can access exclusive promo codes through the DDS website or app.
Not yet registered with DDS? Sign up today
Over 14,000 brands offer savings all year round, via Defence Discount Service – the official MOD discount service for the UK’s armed forces, veterans and Defence community.
Signing up to access online discounts is free. A DDS privilege card can also be purchased for £4.99 – giving you access to discounts on the high street, in stores, restaurants and venues. Membership is valid for five years. You’ll get a digital card straight away, and a physical card will be posted to you.
Register today via the Defence Discount Service website or DDS app.
Please note: It may take up to 72 hours for membership registrations to be verified and confirmed.
Worth more than just discounts…
15% of all DDS revenue goes to charities that support the Armed Forces community – through the Ministry of Defence – including serving personnel, veterans, and their families. Every time you use your DDS card, you're contributing to that too.
John Palmer, former telecommunications operator at the Royal Corps of Signals and now operations troubleshooting specialist at DDS, said:
“As a veteran myself, I know first-hand how much it means to feel recognised and supported, both during service and beyond it. Armed Forces Week is a vital moment to thank serving and retired personnel.”
Eligibility
DDS membership is open to:
· Serving Armed Forces personnel, including reservists
· HM Armed Forces veterans
· Partners of serving Armed Forces personnel
· Bereaved family members, war/service widows and widowers
· Members of the Cadet Forces, aged 16 and over
· NATO personnel based in the UK
· MOD civil servants
Stay cyber safe
When signing up to DDS, follow the instructions to verify your work status. Once registered, always use your personal email address for shopping, emails and app notifications. This follows MOD policy on data security (JSP 740) and helps protect your information and email addresses from third-party breaches.
When signing up to DDS, follow the instructions to verify your work status. Once registered, always use your personal email address for shopping, emails and app notifications. This follows MOD policy on data security (JSP 740) and helps protect your information and email addresses from third-party breaches.
Remember: the frontline is you.
Need help?
If you have any questions about registering, visit the DDS FAQs in the first instance, or use the 'Contact Us' form on the DDS website.
Sign up for your Veteran Card
The HM Armed Forces Veteran Card is an official way to prove that you served in the UK Armed Forces. It can make it quicker and easier to access support and discounts as a veteran: find out more and apply.
If you already have your card, a digital version is also available – so you can access it easily through your smartphone.
Your Offer – recognising your service
Discount services are just one part of the Armed Forces Offer and Defence Civil Servant Offer.
Visit Discover My Benefits to find out more about the range of savings, allowances and support available for Defence people.
If you have any questions about registering, visit the DDS FAQs in the first instance, or use the 'Contact Us' form on the DDS website.
Sign up for your Veteran Card
The HM Armed Forces Veteran Card is an official way to prove that you served in the UK Armed Forces. It can make it quicker and easier to access support and discounts as a veteran: find out more and apply.
If you already have your card, a digital version is also available – so you can access it easily through your smartphone.
Your Offer – recognising your service
Discount services are just one part of the Armed Forces Offer and Defence Civil Servant Offer.
Visit Discover My Benefits to find out more about the range of savings, allowances and support available for Defence people.